Welcome Back to Communication Graphics Ranks Model of

Welcome Back to Communication Graphics

Rank’s Model of Persuasion

Hugh Rank • In 1976 Rank proposed two basic strategies that are common to most persuasive situations. 1. INTENSIFY 2. DOWNPLAY • Both strategies have three persuasive subcategories.

Basic Terms • In Intensification, the • Downplaying is persuader seeks to when persuaders increase the seek to avoid calling significance of attention to their own certain positive negative elements.

Possible Courses of Action • Intensify: – Your own good points. – The weak or bad points of your competition • Downplay: – Your own bad or weak points. – Your competition’s good points.

Intensify / Downplay Subcategories • Intensify –Repetition –Association –Composition • Downplay – Diversion – Omission – Confusion

Intensify/Downplay Scheme

Repetition • Repeat points over and over again. • For example: – jingles, recurring themes, color schemes, characters, etc.

Repetition

Breakfast of Champions

Association • A product, cause, or candidate is linked to something or someone already liked by the audience. • Connections and Endorsements

Composition • This refers to an overall visually pleasing design. Includes the layout, images, typography, etc.

Diversion • This strategy shifts the attention away from another’s good points or away from one’s own bad points. • Anything that helps divert the attention.

Omission • Persuaders leave out critical information to avoid highlighting their own shortcomings.

Confusion • This strategy focuses on creating confusion in the audience’s mind. • This includes faulty logic, confusing design, and statements that don’t provide real answers.

Intensify / Downplay Subcategories • Intensify –Repetition –Association –Composition • Downplay – Diversion – Omission – Confusion

For Monday… • Choose three advertisements from any publication. • These advertisements must be for the same type of product. • Analyze each ad using Rank’s model. • Use the terms we talked about in class today… intensify, downplay, etc. • In conclusion, share which is the most persuasive.

For Monday… • Speak for 5 -7 minutes. • Include a Power. Point presentation with your three images. • Also, submit a one-page written summary in paragraph form.